In 1993, the childrens toy market was worth $2.2 billion a year but had an expected potential market of $10 billion. American giant Toys R Us announced they were opening stores in Australia. Coles Myer hastily decided to enter the ring and open World 4 Kids (W4K). There was major hype leading up to the opening of both chains. It was going to be a changing point in the Australian toy market.
The general manager at W4K admitted there wouldn’t be enough room for both giants in the marketplace. He said “ultimately I don’t think both of us can survive. I expect that within the 12 to 15 months, one group will have established a clear majority of market share and the other group will have to decide whether it closes some stores. But we are absolutely determined to win this one.”
A Melbourne child psychologist was hired to train staff in the psychology of children wanting and parents buying. The general manager denied claims that it was a ploy to sell more toys and said it was a genuine attempt to help staff assist parents and children in purchasing decisions.
The W4K stores were nothing but items for kids. These stores were massive. Large aisles and walls full of toys, video games, kids videos, kids books, etc.
Unfortunately, over the next 9 years, W4K started to hemorrhage money ($30 million a year). In 2002 W4K closed their doors while Toys R Us is still in operate today in the Australian market.
The pictures below are thanks to Steve who was the chief designer for World 4 Kids. He was kind enough to go through his archives and sent me these pictures.
Kelamy 
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